Cultural Competency Certification Training

Focus Group • E-Blast • Postcards • Advertisements • Web Resources • Feature Stories


Primary Care Providers
Health Clinics


We were asked to promote a national cultural competency certification initiative for healthcare providers to complete a series of online modules and receive Continuing Medical Education credits free-of-charge.


To reach a goal of 50 practice locations completing the modules within an 18-month time period, we developed a multi-tactic approach involving e-blast, postcards, advertisements, posters, web resource and feature stories.

As part of the overall campaign strategy, Qsource wrote a series of articles for our corporate provider magazine, Quality Source, focusing on the various aspects of cultural competency as it related to healthcare providers. The stories were developed after a discuss with a focus group consisting of immigrants in West Tennessee who provided their perspective on culture diverse care. The group shared stories of their experiences using America’s healthcare system, discussed cultural taboos, provided tips on how they think medical staff could improve their bedside manner and discussed how providers can become more culturally aware when treating patients with diverse backgrounds.

While various marketing tactics were used during the campaign, but it is the articles that played an important part in recruitment. Healthcare providers tend to be adverse to change. They want quantifiable and qualitative proof to justify their buy-in and/or participation. They like to see the “cause and effect” when making their decision to participate.

Through the articles, Qsource touched upon various excuses of why not and aspects of cultural competency on why they should. From definign what is cultural compentency and how providers play a part to understanding the legal ramifications, providers were given a clear and concise message with each marketing piece — “It’s Not About Race. It’s About Care.”

Participants who completed the modules received CME credits which acted as a permanent record fo the educational accomplishment. CMEs are a national requirement that healthcare providers must meet each year in order to retain their medical license. Obtaining CMEs can be expensive. The lure of receiving the credits free-of-charge was an enticing aspect of the campaign strategy.


By the end of the 18-month time period, 67 practices totalling more than 200 providers had completed the training. Providers included physicians, nurse practitioners and physician assistants.

Examples of Work

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